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In an ideal scenario of decision-making, we consider all the available information to make an informed decision. That is however not the case in reality. Humans are often faced with information overload and depend on mental shortcuts to make decisions. Robert Cialdini, an American psychologist, identified 6 shortcuts as universals that guide human behaviours when it comes to decision-making. Cialdini has named these shortcuts the ‘principles of persuasion’ which negotiators and marketers can (ethically) use to influence one’s decision.

Let’s take a look at how these principles of persuasion have been applied in UX design helping users to facilitate decision-making.

1. Reciprocity

People tend to feel obliged to return a favour. The key to using the Principle of Reciprocity is to be the first to give and to ensure that what you give is personalised and unexpected.

Reciprocity can be promoted by:

• Offering high quality information or free whitepaper downloads

Maze, a product research platform, offers qualify information in the form of free guides for potential users. It also has a complete guide to using maze and a blog featuring trends and insights in UX research which is a way to draw potential users to the site more than once.

Maze creates free guides with relevant and useful information to draw potential users.

• Offering users a free trial

Platforms such as Skillshare offer users a free month of subscription to test the product before users decide to commit. However, it is not entirely “free” as users will have to provide their credit card details before activating the free trial.

• “Freemium” business model

Dropbox is a prime example of the freemium business model — where users get to use a basic product or service for free, but have to pay for a premium version for heavy usage or additional features. This ‘try before you buy’ service overcomes user resistance to paying and converts free users to paying customers. Users are more willing to pay for premium alternatives when the brand continues to add new and high-quality products as premium offerings.

2. Scarcity

People are more likely to want something if it is perceived to be rare or available for a limited period of time. This principle is commonly employed by ecommerce sites. However, it loses its effect when overused. Beware of using scarcity as a deception tactic as it will backfire on brands and has a negative impact on customers’ perception.

Ecommerce sites like Shopee makes use of time-sensitive flash deals to drive sales.Agoda highlights that rooms are scarce with a bold red background.

3. Authority

People tend to follow the lead of credible, knowledgeable experts. Elements that can increase trust for a product or service include logos of client companies (especially if there are well-known companies), certifications or endorsements from industry organisations and testimonials from existing customers.

Safe Space, an app offering therapy sessions, establishes its credibility by highlighting its achievements.Accessibe builds credibility by highlighting the industry leaders that adopted its solution.

4. Consistency

People like to be consistent with their previous behaviours. Consistency can be applied by asking users to make an initial commitment that is easy and low-stakes.

For example, the Headspace app encourages users to build a habit of meditation by starting with 5 minutes of practice a day. When the user has completed all the free sessions, they will have to pay a subscription fee in order to unlock paid features.

5. Liking

People tend to say yes to those they like. We tend to like those who are similar to use, pay us compliments and cooperate with us towards mutual goals. Promote a positive impression on people through visually appealing aesthetics, choice of images and an authentic tone of voice.

6. Social Proof

When people are uncertain, they will look at the actions and behaviours of others. This principle is most commonly applied through the use of comments, reviews, likes and testimonials from customers.

Ratings and reviews of a listing on AirbnbTesitmonials from customers on TalkSpace, an app which provides therapy and counselling services.

The Golden Rule of Persuasion

In Toward an Ethics of Persuasive Technology, the authors Daniel Berdichevsky and Erik Neuenschwander suggest keeping in mind the golden rule of persuasion:

“The creators of a persuasive technology should never seek to persuade a person of something they themselves would not consent to be persuaded to do.”

For example, when using authority figures, consider if we are being helpful and honest in our use of it. Usage of authorities in unrelated fields do not represent true expert assessments and will influence the perceptions of users. When using client logos on website, consider first if it violates client-confidentiality agreements.

If a practice seems like a deceptive technique or dark pattern, always go back to the golden rule of persuasion.

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